Although choosing the right influencers is an important part of every campaign, a simple imitation won't be enough. What works for one eCommerce brand, doesn't necessarily work for another.
By simply trying to analyze the influencer marketing efforts of your competitors, you won't be always able to replicate their success. That's why you should choose collaborations taking into account both your goals and customers' needs.
Experienced brands select content creators based foremost on their target audience. By partnering with influential individuals, companies aim to get access to their followers and fans, increase the number of touchpoints, and connect with potential customers in a meaningful way.
There are at least four dimensions that you can use to see if this is a good match (The 4 C's of Influencer Marketing framework):
- Content: Find out what type of content your customers prefer. For example, understand which social media platform they use, what profiles are popular there, and what is in the trend.
- Competence: Make sure that selected influencers can deliver the expected results. The quality of their posts should meet your requirements. Ideally, you want them to have experience in brand collaborations too.
- Community: If the audience quality is low, you won't get high reach or engagement. For example, HypeFactory carefully checks whether the followership consists of real followers or has too many suspicious accounts.
- Culture fit: Ensure that an influencer's style is compatible with your brand and that your values align.